Want to get the word out? Forget the press release, try social media instead.

Nobody knows that better than Aliza Licht, senior vice president of global communications at Donna Karan International and the social media maven behind @DKNY (follower count: more than 411,500). So to announce the opening of the newly renovated DKNY store in London just in time for the Olympics, Ms. Licht created a video mapping a faux social media hype session.

The two-and-a-half minute video recreates what would happen with a typical buzzed-about party: a few high-profile people start the frenzy by sharing something using a designated hashtag. Their followers notice and want to know more: What is happening? Where is it? Who will be there?